Slacktivism: 'Liking' On Facebook May Mean Less Giving

“Slacktivism: ‘Liking’ On Facebook May Mean Less Giving.” Science Daily.

Would-be donors skip giving when offered the chance to show public support for charities in social media, a new study from the University of British Columbia’s Sauder School of Business finds. “Charities incorrectly assume that connecting with people through social media always leads to more meaningful support,” says Sauder PhD student Kirk Kristofferson, who co-authored the forthcoming Journal of Consumer Research article. “Our research shows that if people are able to declare support for a charity publicly in social media it can actually make them less likely to donate to the cause later on.”

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